Aspirations and Adventures

I've always loved window-shopping. I enjoy simply looking at stores' displays and letting the visuals affect me and change my mood. Naturally I gravitate to the stores that cater to my style and personality, but for a change, I went to see the stores I don't usually visit.

Visions of Aspirations

LACOSTE



Is it strange that I don't normally visit Lacoste? Not that I don't see the store, it's hardly rare and elusive, but the sports and active wear they offer are things that I don't usually don. But somehow, I'm still intrigued by it and I find myself occasionally wandering in. So wherein lies the appeal? I believe I was drawn to it because it holds an Aspirational appeal- it showcases that Aspirational lifestyle. Tennis, Golf, Sailing high-end clothing and accessories, all these allude to the affluent lifestyle most of us strive to have. A better, richer existence where the world caters to our whim. I don't even care for those sports (nor the fashion in them) but somehow the way they symbolize wealth and class draws me in.
So I believe in this way Lacoste's sales strategy is very effective. The brand uses ads in magazines, billboards and in-store posters. The models they use always look healthy, refreshed and well-rested, and well taken care for. They are dressed in the classy, preppy, upscale clothes that define Lacoste. The strategy is to sell it as a high-end brand to the social elite engaging in exclusive hobbies. And even if this feeling of exclusivity is apparent, the store is not off-putting and snobby. All the elements of the store and the brand from the style of the clothes to the (high-end) pricing to the visuals (very clean cut and minimal) work well to convey this message and thus lures the customers in. And even if not everyone lives the life featured by the Lacoste brand, people still envision themselves in it as something they should aspire to attain, and that is good marketing.


ADVENTURES AND ESCAPADES

COLUMBIA



As was established above, I do not care for sports or the active lifestyle. It also follows that I do not care much for the outdoors. So why would Columbia, a sportswear company known for its ski and mountain apparel, interest me?

The secret lies within the pull of adventure, adrenaline and escape. Columbia advertises that Active lifestyle that is full of excitement and exhilaration. It tugs at that adrenaline junkie in us, that drive to escape monotony and try something fun, new and unusual.

Columbia uses the occasional ads in print but is not that highly publicized. The store uses some posters as advertising media. But nevertheless, when you see a Columbia store, you can't help but stop and stare. With all the unique garments - extremely thick jackets, bonnets, ski apparel, the like, you can't help but think of going outside the country to try new things and sports in your winter outerwear and equipment.

With its pull on novelty, excitement and adventure, Columbia Sportswear Company provides an escape for a while for the consumers and makes for good marketing.

- May Daquil